Top 10 Podcast Categories for Advertisers
Podcast advertising is all about reaching the right audience. Luckily podcasting is a medium that thrives in niches, so no matter the audience you want to target, there are bound to be dozens of podcasts that are right for you.
In this article, we’ll discuss the top 10 podcast categories for advertisers, with examples of the top brands and podcasts within those categories to give you a better understanding of where your brand could fit in.
Table of Contents:
10 Podcast Genres for Podcast Advertisers
1) Self-Help
Listeners of self-help podcasts are actively trying to improve their lives, and are naturally more receptive to podcast advertisements. As you can tell by the top sponsors, you can advertise a wide variety of products and services on self help podcasts.
Airbnb offers vacation rentals for those looking to take a break from their stressful lives. Zbiotics is a probiotic to reduce the negative side effects of alcohol, and the farmer’s dog shows that one way to help yourself is to help your furry friend.
Top Self-Help Podcast Sponsors
Top Self-Help Podcasts
2) Entrepreneur
Entrepreneurs are very plugged into trends and eager to receive any new information that might help them with their fledgling businesses. The top sponsors reflect this, with USAA insurance, and Shopify’s ecommerce platform for small businesses.
Top Entrepreneur Podcast Sponsors
Top Self-Help Podcasts
3) Parenting
Parenting is a constantly evolving challenge that naturally leads to great podcast conversations about parents’ struggles and triumphs. Advertisers can appeal to parent’s wide range of interests, whether it’s buying a car with Carvana, eating a quick and easy meal at McDonalds, or learning a language alone or with their kids with Rosetta Stone.
Top Parenting Podcast Sponsors
Top Parenting Podcasts
4) Fitness
Fitness is almost a subcategory of self-help, because people interested in fitness are interested in self improvement through the medium of exercise. So advertisers don’t have to be directly focused on fitness to effectively share their message with fitness enthusiasts. The top sponsors reflect this, with self improvement by learning another language (Rosetta Stone), therapy (BetterHelp), and quality sleep (Eight Sleep).
Top Fitness Podcast Sponsors
Top Fitness Podcasts
5) Relationships
Relationships are very personal, and thus listeners grow to trust their favorite relationship podcast hosts more than other genres. As an advertiser, you can leverage this authentic relationship and have hosts endorse your brand, whether or not your brand directly relates to the topic of love and relationships.
Top Relationships Podcast Sponsors
Top Relationships Podcasts
6) Comedy
Comedy is one of the most popular podcast categories and thus it attracts many of the largest podcast sponsors. The comedy genre attracts all types of listeners so is a great category for advertisers seeking a general audience.
Top Comedy Podcast Sponsors
Top Comedy Podcasts
7) Culture
Culture is another hugely popular podcast category that attracts a wide variety of listeners and podcast advertisers, as evidenced by the top sponsors below (AirBnb, Simplisafe, and Pepsi). If you’re looking to reach a general audience, look into the top Culture podcasts.
Top Culture Podcast Sponsors
Top Culture Podcasts
8) True Crime
True Crime started as a podcast niche, but has established itself as a juggernaut in recent years. Because of its widespread popularity, general audience advertisers are attracted to the category, but sponsors can also target their ads to True Crime’s specific audience.
According to the report we released last year, 61% of True Crime podcast listeners are women, and the average median age of True Crime podcast listeners is 29.6 years old. So if your brand is trying to reach an audience of young women (especially those more interested in the macabre) Try advertising on True Crime podcasts.
Top True Crime Podcast Sponsors
Top True Crime Podcasts
9) Health
74% of listeners come to podcasts to learn new things, which gives up-and-coming health brands an unprecedented receptive audience to their message. The top sponsors reflect this, with two of the three being meditation apps (Calm and Headspace), and the third being BetterHelp’s online therapy.
If you can tap into the audience’s interest in learning about their wellbeing, you’re sure to succeed advertising on podcasts in the health category.
Top Health Podcast Sponsors
Top Health Podcasts
10) Video Games
Video games are the highest grossing entertainment industry, nearly doubling movies and TV – so naturally advertisers are attracted to the popular podcast category. The video game audience has demographically diversified a lot in the last 10 years, but the audience of the top video game podcasts are still primarily young men. So even if your brand isn’t within the video game or technology niche – you can still find a receptive young male audience to advertise to.
Top Video Game Podcast Sponsors
Top Video Game Podcasts
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The data we’re describing here is just the tip of the iceberg. Before working with a podcast, advertisers need to know their audience demographic, reach, which brands have sponsored the podcast before, contact information, and more.
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